During recent years there is an active growth of the children’s products, in particular, rapidly growing market of toys. The vast and varied sentence exceeds the demand clearly. In general, the market looks as follows: about half is occupied by a variety of dolls and plush toys, the rest – the constructors, video games, technical toys, board games and puzzles.
When the child grows, the choice of toys is no longer dependent only on the parents. Studies show that about half of the 4-6 year old children choose toys mostly by themselves, another 40% – with parents and other relatives. But children’s tastes are highly volatile. Year after year children change their interests and their idols, whether it is cartoon characters, film actors or musical groups. Manufacturers of products for children must adapt quickly to new needs of their target audience in order to remain attractive for consumers.
In recent years you can see how consumer preferences change regarding the types of toys. With a relatively constant interest in the category of dolls, a proportion of buyers of different accessories for them grow: houses, furniture, and clothing. The parents are more willing to buy toys for their children with developmental functions: constructors, puzzles, mosaics. The boundaries of the age groups are significantly shifted under the influence of a general trend to accelerate intellectual development of children – the average age of owners of traditional toys is gradually decreasing. More and more parents offer kids younger 3 years old puzzles, mosaics, constructors, lotto, dolls with a wide variety of accessories and other fairly complicated toys.
With the growth of the child his gambling addiction changes and, therefore, he needs new toys. With the correct choice the parents help the child to self-actualize better. Toys that develop creative abilities and that are loved children of all ages for many years – are the constructors of Danish firm “Lego.” Multi-colored parts and figures, thanks to its perfect design do not lose for many years their shape and are handed down from generation to generation. The series “Bionicle” (the heroes have a lot of changing masks), “Mars” (space and aliens), “Alpha Team” (protecting mankind from alien invasion) and the “Studios” (infinite ability to shoot scenes for their own scenario camera “Lego”) are attractive for children of school-age. In recent years the company changed its marketing strategy on the basis of market trends – has sent more than 25% of their marketing budget on the promotion of toys intended for children under 4 years. As it turned out, this market sector is developing dynamically and foremost, because parents pay more attention to the development of their children and try to start it as soon as possible.
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